Byredo – 'Unnamed'

Created in 2016 to celebrate the 10th anniversary of Swedish fragrance house Byredo, the limited edition ‘Unnamed’ perfume is back. Enjoy it while you can…

BY CLAIRE BINGHAM

The paradigms of perfume are shifting. It’s less cool to buy into a campaign image. It’s cooler to buy into niche. It’s extra cool to buy into a perfume when you don’t even know its smell. Or at least you do, but you have to identify it for yourself.

Always ahead of the curve, Swedish cult brand Byredo has relaunched its limited edition fragrance ‘Unnamed’. Back by popular demand, the perfume is literally unnamed – the point being to create olfactory associations of your own. Scent is subjective, after all, so this allows for your own thoughtful interpretations to flex their might. Minus ingredient cues, minus advertising, simply how does it make you feel?

Clever to the core, Byredo founder and creative director Ben Gorham has left the white label of ‘Unnamed’ blank, so you can call it whatever you like. The scent comes with a set of chic black transfers, including the letters of the alphabet, numbers, punctuation marks, symbols and signs, so you can add your own monogrammed title or just handwrite a name in the space. This is hyper-personalisation, courageous, creative and open to ideas. 

‘The names of the Byredo fragrances often describe the origin of an idea, a thought that leads to a brief presented to the perfumer,’ explains Gorham. ‘With fragrance being completely subjective these names spark the imagination of the perfumer and finally the customer. They each experience the fragrance even before they smell the ingredients in the bottle. We still find it fascinating that people interpret our fragrances in so many ways.’

Gorham continues: ‘To celebrate Byredo’s 10-year anniversary we created an unnamed fragrance that allows our customers to choose a name meaningful to them, and customise the label of their bottle. This is our way of celebrating the notion and uniqueness of smell and an opportunity to thank our partners, retailers and staff as well as the loyal customers who have supported and grown Byredo to what it is today.’

For people interested in the different messages it is possible to get across through perfume, and the effect it has on how we live and think, this concept is for you. For me, this fragrance is all violets and soft suede. I just need to work on the name…
byredo.co.uk

‘Unnamed’ eau de parfum re-edition, £160 for 100ml, is available now from select retailers and byredo.co.uk

Anya Smells

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British accessories designer Anya Hindmarch has branched out into home fragrance. Just say 'Yes!'

BY AMY BRADFORD

Fashionistas revere accessories designer Anya Hindmarch as the purveyor of a very British type of luxury – impeccably crafted leathers in sophisticated colours, but with an injection of humour thanks to the Pop Art-style stickers she sells to customise her pieces. Now Hindmarch has branched out into home fragrance, the fulfilment of a long-cherished dream.

Cheekily titled 'Anya Smells', the collection of six scented candles was inspired by scents that evoke happy memories for Hindmarch, from sun lotion to baby powder, coffee, toothpaste, lip balm and washing powder. Launched at Hindmarch’s flagship boutiques in London, New York, LA and Tokyo, and available online, each one comes in sleek black-and-white packaging with fun, cartoonish graphics and, of course, humorous stickers from the Anya Hindmarch Sticker Shop. Hand-poured in England using the finest raw materials, the candles are intended to 'recreate the everyday in an extraordinary way'.

TOP: 'Anya Smells', the debut range of scented candles by UK handbag queen Anya Hindmarch. ABOVE: 'Sun Lotion' candle adorned with a 'Yes!' sticker; 'Coffee' with beady eyes; 'Lip Balm' with cute cherries; 'Washing Power' with rainbow motif; 'Toothpaste' with 'Phwoar!!!' sticker graphic; 'Baby Powder' with 'I Love It! What Is it?' sticker. Leather-embossed stickers adhere permanently so can't be removed.

Hindmarch teamed up with British perfumer Lyn Harris (founder of Perfumer H and Miller Harris) and United Perfumes (developer of Cire Trudon and Fornasetti Profumi, among other brands) to launch the six candles in two sizes.

Fresh floral 'Sun Lotion' is inspired by family holidays and features an accord of Italian bergamot and Tunisian orange flower, while ‘Baby Powder’ is a soft oriental with rose petal, benjoin and tonka bean. ‘Coffee’ evokes the dark, woody scent of freshly brewed coffee with café absolute, galbanum, cardamom and amber. The latest additions to the range are ozonic floral 'Washing Powder', featuring notes of watermelon rind, cucumber and hyacinth, herbal 'Toothpaste', including spearmint, grapefruit rind, candy floss and English rhubarb, and fruity 'Lip Balm', smelling of dark cherry, Egyptian jasmine and French vanilla.

Graphic packaging is by London's Studio Frith, with smiling and shocked face motifs on the candle boxes designed to have an after-life on your bookshelf. In-store installations and a promotional film by UK creative agency Anyways and Pavilion Works see the candles riding on a miniature train, with tracks running through a giant nose. Evocative, abstract ideas appear in the listings of Hindmarch's fragrance contents, from regrettable tan lines to holiday romance tears, striped pyjamas, missing socks, sleepless nights and Boy Band posters. Home fragrance married with witty nostalgia? Count us in...
anyahindmarch.com

'Anya Smells' scented candles, £50 for 628gm; £150 for 1800gm

Fornasetti R.I.P

As the witching hour draws near, get ready for Halloween with 'R.I.P', Fornasetti Profumi's deathly home scent collection 

BY DEE IVA

The Alexander McQueen 'Savage Beauty' exhibition at the V&A in London may be long gone but you can still satisfy your inner Goth with 'R.I.P', Fornasetti Profumi's wonderfully creepy scented candles in which the familiar face of house muse Lina Cavalieri has been hijacked by the dark side and given a gruesome skull twin. Good and evil, night and day, life and death all come into play here as you peer into the lifeless eye socket of the grim reaper. 

With Halloween just around the corner we can think of no better way to ward off the evil dead in your home than to unleash the comforting fragrance of lavender, cedarwood, incense and labdanum that make up Italian brand Fornasetti's signature 'Otto' fragrance (created by master perfumer Olivier Polge). Best be quick, though, before Sharon Needles snaps them all up...
fornasetti.com 

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ABOVE RIGHT: Large three-wick 'R.I.P' scented candle, £390 for 1.9kg
ABOVE FROM LEFT: 'R.I.P' scented candle, £115 for 300gm; 'R.I.P' room spray, £85 for 100ml. All encased in ceramic vessels.
Available in the UK from selfridges.com, harrods.com, net-a-porter.com and amara.com

Byredo - Rose of No Man's Land

If you thought rose-scented fragrances were too girly for you then say hello to 'Rose of No Man's Land', Byredo's newest eau de parfum

BY AMY BRADFORD

Cult Swedish brand Byredo’s latest perfume is a very modern take on rose. 'Rose of No Man’s Land' borrows its name from the nurses who fought to save lives on the front lines during WW1. It opens with a bright, cool note of pink peppercorn before developing into a fabulous burst of Turkish rose, freshened with raspberry. Finally, white amber and papyrus wood create a sophisticated drydown. Swedish design agency Acne Art Department's signature packaging is simple and elegant as ever in graphic black and white. We're loving that deconstructed B...
byredo.com

'Rose of No Man's Land' from £88 for 50ml, available exclusively from liberty.co.uk
Main picture: Jason Yates jasony.com